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6 min read

Innovation? Please come back when you have something more original

6 min read

Innovation? Please come back when you have something more original


In a world dominated by a hunger for novelty and trends, innovation has become something of a Holy Grail for companies and brands. Everyone wants to be the pioneers, the first to arrive, the disruptors. Everyone wants to be an innovator. But what does innovation really mean?

Right now, we may be looking at it wrong. Let's take a closer look and open the curtain to let in the raw light of reality.

Table of contents


Dare to break the mold in the world of branding

Make the most of the content created by your users

Customer Experience now standard in business



Innovation, that beloved word everyone seems to cling to, has become a crutch for brands looking for anything, any little quirk that sets them apart. They launch something new and label it "innovative", hoping that will be enough to convince their audience.

But isn't true innovation much more than a simple improvement on what already exists? It is not simply the act of inventing something, but of reinventing. Innovation is not simply about being different, but about creating a real and positive impact on the world.

Revolution, the true form of innovation, arises from a genuine desire to challenge social norms and eradicate barriers. It forces us to discover uncharted territory and revolutionize the way we have always done things.

Real innovation isn't just spouting a funny ad, a clever marketing tactic or a catchy slogan. It goes to the core of a company's essence in every aspect of it, from the process of creating products to the care and treatment of employees.

Therefore, to really talk about innovation, we must understand its true meaning. Because perhaps that is where we will realize that the essence of innovation is not about being the first to arrive, but about being the last to stop playing the game.

Dare to break the mold in the world of branding

In the vast chessboard of the market, some brands dare to roll the dice and bet on the unusual move. Not content to follow the rules of the game, they challenge, break and reinvent them. Let's explore some examples of these bold brands, and how they have transformed the art of innovation.

Starbucks, that beloved coffee shop chain - what's so special about those coffee cups with your name misspelled? It turns out that this "mistake" is more of a calculated strategy than a misspelling. By misspelling its customers' names, Starbucks causes them to share their surprise and discontent on social networks, making the brand go viral and stay present in the digital conversation. A risky strategy, yes, but also brilliantly innovative.

Let's move on to Red Bull, the energy drink that never tires of innovating. Instead of resorting to traditional advertising, Red Bull has decided to leave cans of its famous drink in the trash cans of the busiest cities in the world.

This results in an intriguing mystery, a casual presence that generates dialogue and curiosity. Is everyone consuming Red Bull? Why? In seeking answers to these questions, the consumer's mind connects with the brand. This triggers a cognitive bias known as loss aversion, allowing Red Bull to become an object of desire for the public in a more direct and authentic way.

Finally, we have Patagonia, the outdoor apparel brand that asks you not to buy their jacket. In a move that goes against all commercial logic, Patagonia uses its platform to talk about sustainability and responsible consumption. Instead of pushing sales at all costs, it focuses on conveying a bigger message, one that resonates with consumers' growing environmental consciousness. In doing so, Patagonia demonstrates that true innovation is not just about selling products, but also about inspiring change in society.

These brands have understood a crucial truth: the game is won when you stop playing by the rules. By defying expectations and taking bold risks, they have proven that true innovation is not just a matter of doing things differently, but of making a difference. Because at the end of the day, innovation is not a destination, but a constant journey of challenge, daring and change.


Make the most of the content created by your users

In this digital age, brands are not only what they say they are, but what their customers perceive them to be. Influence is no longer the exclusive luxury of large companies with giant marketing budgets. Just look at your Instagram feed, the posts of your friends on Facebook, the tweets of the people you follow. Users' voices are taking center stage, applauding the brands they love and criticizing the ones they don't like so much.

Your users, those loyal and passionate followers, are the lifeblood of your brand. They are the ones who bring your mission to life, who bring your ideas to life and turn your products into unique experiences. Consumers are the engine of innovation, keeping you in touch with what's relevant, what connects, what really matters. And at this crossroads between the physical and digital worlds, these consumers become a powerful megaphone for brands.

But how do you harness all this energy, this buzz of interactions and emotions? This is where User Generated Content (UGC) comes in. UGC answers the question, "What do our users think of us?" It's the echo of customers in the digital world, real-time feedback that not only amplifies the brand voice, but also offers valuable insights into what customers value and are looking for.

The product photos they share on Instagram, the reviews they post on websites, the comments on Facebook posts, the tweets about their experiences with customer service; this is all UGC. They're loud, they're vibrant, and most of all, they're real. UGC is the testimony of the relationship between the user and the brand, an ongoing dialogue that defines and shapes brand identity.

UGC goes beyond being a simple marketing strategy, it is a transformational tool that allows brands to explore new ways of connecting and engaging with their customers. With this approach, brands can listen directly to their customers and adapt to their needs in real time. In doing so, they take a big step forward in the race to innovate, demonstrating that they are not only willing to listen, but also to evolve.

So next time you check your Instagram feed, remember: every post, every comment, every share is an opportunity for your brand to make a difference.


<< How to measure customer experience? Tools, platforms and metrics >>


innovation reality


Customer Experience now standard in business

We live in an age of instant gratification. One click and your favorite food is on its way. One tap and you can watch your favorite series. Another click and the latest tech toy can be yours. But what happens when that immediacy is lost? Brands that can't keep up with this pace can find themselves falling behind.

It's not enough to just have a fantastic product, it must also be ready for you in the blink of an eye. Supply chains are now true high-speed highways, and any delay can impact customer satisfaction. Customers are looking for answers and results at the speed of light. They want to know when and how they will get their product. They want transparency and real-time communication. And, above all, they want their shopping experience to be as seamless and unhindered as possible.

This is where customer experience design (CX) comes into play. CX encompasses all of a customer's interactions with your brand, from first contact to after-sales service. But today, CX goes beyond just following up. It has become a currency in the business world, dictating not only the perceived value of a brand, but also its ability to retain and attract customers.

Providing quick and efficient responses is only part of the picture. The real challenge is to anticipate what the customer needs, creating user experiences so intuitive and personalized that they make customers feel understood, valued and appreciated. That's where technology, such as artificial intelligence and machine learning, can be of great help, enabling brands to analyze behaviors, anticipate trends and adapt to changing customer expectations.

<< Large-scale personalization: Secrets of successful companies >>

In this age of instant gratification, brands must move faster than ever to stay in the game. They must adapt, evolve and, above all, listen to their customers. Because at the end of the day, an exceptional customer experience is not just about providing quick and efficient responses, it's about making customers feel like they matter most. That's the new standard in business.

With this dynamic and ever-changing world, it is not enough to simply keep pace. It requires leadership that has the courage to get ahead of it, to define it. Today's leaders are not simply managers, they are change agents. Visionaries who are not content to maintain the status quo, but are determined to challenge it. They are the problem solvers who transform obstacles into opportunities, the champions of progress who redefine the rules of the game, and the architects of tomorrow who design a future in which customer experience is the currency that rules the economy.

These leaders are the ones who make things happen. But they don't do it alone. They rely on strong teams, cutting-edge technology, and above all, they listen to their customers. Because they understand that in the age of instant gratification, the customer is not only king, but also the true engine of change.

<< Disney is killing its customer’s experience >>

Ultimately, in this exciting business landscape, innovation and customer experience are two sides of the same coin, dictating both a brand's value and its future. And for those visionary leaders willing to challenge the rules, to put the customer at the center of everything they do, and to provide not only fast and efficient responses, but experiences that exceed all expectations, a bright future awaits. Because, as we have seen, real change comes not from following the rules, but from having the courage to rewrite them.

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